Final reflections on the Games

The closing ceremony of the XXII Olympic Winter Games in Sochi. Source: Mikhail Mordasov

The Sochi Games were overall a success for Russia, but those who work with the country’s sports federations and athletes have some things to learn before the next Olympics.

Half an hour before
the start of the Sochi 2014 Olympic hockey final, the media lounge was hushed
in anticipation. Grizzled hacks and fresh-faced big-game rookies alike huddled
around the screens awaiting the big news of the day – the latest update to the
medals table.

A ripple of applause grew into a cheer and a small ovation …
Russia was victorious. Bobsled glory wrapped up an unprecedented success on the
field of play in Sochi, lifting Russia’s medal tally to an impressive 33.

The sudden passion
for a host of relatively unfamiliar sports has been the hallmark of these
Games. Russia’s athletes have, for the most part, excelled and the medal table
reflects that. Moreover, though, the stars of Sochi have subtly reshaped
Russia’s understanding of the winter sports world.

Pre-Games, the focus was
almost entirely on hockey and biathlon. The two are far and away the most
popular winter sports in the country, gobbling up the bulk of the nation’s
airtime.

Events like short track skating, bobsled, snowboarding or skeleton –
all of which yielded gold – were seen as a minor diversion from the serious
business of reminding pretenders from Canada or Norway that Russia was top dog
whether it came to shooting pucks or targets.

The outcome was
rather different. The traditional powerhouse sports underperformed – a joke
started going around that as punishment, Russia’s hockey team had been shot by
the biathletes, but nobody was injured. Russia’s quarter-final hockey exit
against Finland, in particular, became one of the big stories of the Games. But
then the narrative changed.

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Some of it, of
course, is the natural enthusiasm for success. Two years ago British sports
fans – typically a soccer-obsessed bunch – discovered an unexpectedly detailed
knowledge of cycling as Bradley Wiggins won the Tour de France and the UK team’s
cyclists dominated at the London games.

A flash of gold adds luster to any
sporting experience, and it’s hardly surprising that Russia’s fans swiftly
switched their attentions to the country’s winners, regardless of the sport.

After
all, amid all the excitement, it’s sobering to note that a sizeable chunk of
Russia’s haul was won by naturalized foreigners – short-track speed-skater
Viktor Ahn (born in South Korea), whose image on the big screen at the closing
ceremony was greeted with loud cheers, and snowboarder Vic Wild (a native of
the United States).

But some of it
might reflect a change in the Russian sporting landscape. For decades the
country has tended to focus on prestige, pumping cash into big sporting
projects. From tennis to soccer, from hockey to motorsport, a select group of
chosen games have grabbed the attention – and crucially the budgets – of the
land.

This has some
merit, but it tends to lead to a deadening focus on the top end of a
competitive field. For those who prefer different sports, or are aiming at
participation rather than domination, it tends to limit opportunities.

The
results from Sochi suggest a new generation can be inspired to take up a whole
range of games on ice and snow – achieving precisely what any major event should
do by setting a legacy of increased participation and a new cohort eager to
imitate their medal-toting heroes.

Of course, the
challenge is far from over. Russia now needs to be ready to develop that
enthusiasm – and fast – before it dissipates as the sporting cycle moves on to
World Cup soccer in Brazil and other lavish events.

But if it can be met, Sochi
may be remembered as a turning point in Russian sport, leading to a welcome
change of emphasis and a broadening of the nation’s passions.